Monday, August 20th, 2012 at 12:14 pm  |  9 responses

Ghost Town

In the adizero Ghost 2, Josh Smith and adidas deliver a sequel worthy of its predecessor.

by DeMarco Williams / @demarcowill

When Atlanta Hawks forward Josh Smith reflects on his home court, Philips Arena, his feelings are understandably mixed. The A-Town native loves it when a packed house goes bonkers after he throws down one of his monster jams; he just hates it when that same packed house of fickle fans erupts just as loudly for Blake Griffin or Dwyane Wade.

“This year we were rated the worst sports town in all the United States,” Smith says. “I feel like we do deserve a little gratification from the fans. We’ve been good for five, six years now. I know it’s probably hard because of the recession to be able to get good seats, but you know, people inspire me in the nosebleeds. I just want to see you in the stands.”

Philips is pretty quiet again today, but it’s late June and the Hawks’ season is long over, so it makes sense. Adidas is in the building though, taping a commercial for the adizero Ghost 2, a shoe Smith will proudly be the face of this coming season. Inside the arena is a film crew, some extras in the seats and a couple of Indiana Pacers imposters on the floor. Nobody really to cheer for a block or jeer at a questionable 18-footer.

Thankfully, Josh’s relationship with adidas is rosier than his one with Atlanta. No love-kinda hate squabbles there. Just a good ol’ fashioned family. “Everybody’s cool, easy to get along with [at adidas],” Smith, who’s been with Three Stripes since ’04, insists. “Whenever I need any kind of product, it’s not a hassle. If I need anything for my family, they do the same. I’m just blessed to be in a situation where I’m comfortable, because I’m the type of person who works on trust.”

The bond blossomed in ’09-10, when JSmoove began endorsing his own shoe, the adizero Infiltrate. The brand re-connected with Josh for the adizero Ghost campaign last season. Its sleek, simple, spoken-word commercial is still one of last year’s most underrated. But if you think that promo was memorable, just wait until you see what the creative minds have in store for the Ghost 2 ads.

As for the shoe itself, it’s a closed-mesh, Sprintweb-enhanced sequel to the popular Ghost, one of the lightest shoes in the NBA. But in keeping with the airy feel, designers didn’t compromise things like traction or durability. That’s great news for Smith because, if he’s to keep Philips rockin’ this coming season, he’s going to need a shoe that’s as versatile as his game.

“I [look for] light, comfort and definitely style,” says Smoove. “You don’t want to go out there with something that’s not stylish. Style is so important these days, especially to the young population. They’re influenced by how a shoe looks because you know people will start wearing shoes with their jeans. [The Ghost 2] definitely has the style that it needs in order to grab the eye of a consumer.”

There Josh goes, considering his Atlanta fans’ feelings again. Now, if only Philips Arena would start consistently returning the love.

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  • Dirtybird

    It unfortunate that he had to deal with the inept GM who overlooked guards for forwards & that the owners shelled out a nax contract for a player who’s reached his ceiling in Joe Johnson. Then have the owners litigate over shares of the Hawks because of disagreements over the contract. Haven’t heard this much out of the Hawks in a long time than I have with Josh Smith & Danny Ferry. Good Look on the new GM & moving Joe’s contract as he was not a fit for the city.
    Atlanta is a transplant city and until we win here will they shut up. The good news is we have Josh as a leader, a GM who’s competent, & owners who’s taken a step back. In addition to a salary cap that will allow up to sign in 2013. I will be in the building to support the Hawks as I always have

  • wpl

    Once again, the young man Josh Smith has to understand the history of this franchise 43 yrs in the ATL, has never made it to the 2nd rd of the playoffs. Look at Miami, probably the most international city in the U.S. it was a time when they could not even get a sell out for a gm unless they were playing the knick or bulls, they brought in D. Wade, LBJ, and started winning championships, now the fans are coming to the gms and they are actually cheering for the heat, because at one time they were not. They were probably the worse fans in the nba at that time and they were winning. So let stop crying and hope that new gm D.Ferry, can restructure this franchise from owners,management,marketing,talent on the court and championship.

  • wpl

    Look what M.Cuban did with the Dallas Mavs, at the time when he bought this franchise, probably the worse franchise in the nba at the time, in a football crave city and state, and don’t forget in a era when ” how bout them cowboys ” superbowl after superbowls. J.Smith talking about hawks fans coiming to the gm and cheering for D.Wade,B.Griffin. Dallas Mav was luck if they just get enough fans to show up for a gm at that time. But look at the Mavs now sold-out arena fans are excited.

    And by the way Josh Smith, the hawks fans are not the only fans that cheer when D.Wade,LBJ,Blake Griffin slam dunk in there arena, if you don’t want your fans cheering for them, well then why don’t you block the shot then.

  • ByAnyMeansNecessary

    Was hoping Josh would find his way to Brooklyn this summer in a trade. I’d love to see him on a team capable of getting past the 1st round.

  • http://www.slamonline.com Redd

    Whats with Nike & Adidas using that ugly lime color.

  • Benjamin Epstein

    Unfortunately Smooves on the point here, living in the ATL I hear more smack about the hawks than i hear good things.we have people rooting for the spurs and knicks instead of their hometown team,makes me sick… love the Hawks and love the direction they are heading towards with Ferry! Hawks will always have atleast one fan in me J Smoove!even if we were bobcat bad! lol

  • Benjamin Epstein

    * even if we WERE to become bobcat bad! we are far better than the cats lol

  • wpl

    If hawks players don’t want home fans cheering for other teams that come into our arena, well do something about it, WIN A CHAMPIONSHIP, LIKE MIAMI AND DALLAS DID, PROBLEM SOLVED!!!!

  • http://itsahardwoodlife.blogspot.com omphalos

    @ByAnyMeansNecessary: prior to this season the hawks were one of three teams to make it past the first round for the past three seasons.